Handbook of marketing strategy
This authoritative, comprehensive, and accessible 'go-to' volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multicha...
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Cheltenham :
Edward Elgar
2012.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623434206719 |
| Sumario: | This authoritative, comprehensive, and accessible 'go-to' volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy deci |
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| Notas: | Description based upon print version of record. |
| Descripción Física: | 1 online resource (528 p.) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781280493188 9786613588418 9781781005224 |
